‘Commonwealth Tok’: How the digital landscape is evolving on TikTok in a post-ban era
When TikTok was banned for a mere 12 hours in the US, a phenomenon emerged - 'Commonwealth Tok' - which challenged the platform's US-centric algorithm. But what does this shift signal for the media and marketing industry? Justin Carter, business development manager (marketing) at Fresh Marketing and novice TikTok creator with 19.8k followers, explains.
The recent TikTok ban in the United States has shone a spotlight on the platform’s global dynamics, sparking a movement among Commonwealth nations to amplify local creators and challenge the platform’s US-centric algorithm.
For the marketing, advertising, and social media industries, this shift signals a potential transformation in how brands approach influencer marketing and organic content strategies.
During the 12-hour US TikTok outage, creators from Australia, Canada, New Zealand, and the UK saw a surge in visibility and engagement. The absence of American users revealed a refreshed TikTok experience, one that many described as supportive and community-driven.
This short-lived window has inspired a movement to prioritise local creators and reduce reliance on US audiences, now coined ‘Commonwealth Tok’ – a shift that could have far-reaching implications for the platform’s algorithm and advertiser strategies.
It allowed creators outside America to shine, creating a community-focused atmosphere that was a breath of fresh air.
More so, it highlighted the untapped potential for regional creators and content marketers. As a marketer, I see this as a pivotal moment to reimagine how we engage with local audiences and elevate smaller creators who are often overlooked.
Untapped Potential in the Australian Market
Australia’s TikTok user base has grown exponentially, with over 8.5 million active users as of 2024 (statista.com). Despite this, Australian creators often face challenges cutting through the platform’s US-dominant algorithm.
Research shows that 66% of TikTok users prefer authentic, localised content over global messaging (hootsuite), presenting a significant opportunity for brands to harness regional creators for influencer marketing campaigns.
During the US ban, I experienced an uptick in engagement from Commonwealth audiences. Even after the ban ended, I’ve seen a major increase in followers from Australia, New Zealand, and Canada. This demonstrates the appetite for content that feels local and relatable.
For brands, this shift could unlock new ways to connect with regional audiences through authentic partnerships with local influencers.
The Future of Influencer Marketing
The rise of Commonwealth Tok underscores the potential for TikTok’s algorithm to evolve, prioritising diverse and global content over a singular focus on US creators. For marketers, this offers a chance to redefine influencer strategies by tapping into underrepresented creators and communities.
The implications for Australian advertisers are significant. By aligning campaigns with local creators, brands can build stronger connections with their target audiences. This approach not only resonates with consumer preferences for authenticity but also delivers measurable ROI, with influencer campaigns on TikTok generating an average engagement rate of 8.7% compared to 3% on Instagram (Influencer Marketing Hub).
Addressing Challenges
However, the movement isn’t without obstacles. The return of American users following the ban was accompanied by a surge in negativity, with creators reporting an influx of hate comments targeting their appearance and content. While this behaviour stems from a minority, it highlights the need for TikTok to foster a healthier and more inclusive environment.
The ban showed us how positive TikTok can be when it’s less dominated by negativity. If the platform prioritises global creators, it could create a better experience for users, marketers, and advertisers alike.
What’s Next for TikTok and Commonwealth Creators?
For marketers and advertisers, the rise of Commonwealth Tok offers an opportunity to rethink content strategies, leveraging local creators to drive engagement and build community connections. TikTok’s future success may hinge on its ability to adapt to these demands, creating a more balanced and inclusive platform where regional voices are amplified.
As the digital landscape evolves, the marketing industry must seize this moment to champion diversity in content and embrace the power of authentic, localised storytelling. Commonwealth Tok is more than a movement; it’s a roadmap for the future of influencer marketing.
Justin Carter is a business development manager (marketing) at Fresh Marketing and novice TikTok creator
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